ADV management During economic recession, what budget decision would be clever?

Question

ADV management

During economic recession, what budget decision would be clever? Reanalyze budget preferences based on objectives and tasks Base budget on competitors (parity), because they are also in recession Decrease budget, because of the recession Increase advertising efforts and consequent budget because competitors are likely to cut budgets Base budget on sales, according to the economic situation Copywriter Hank Sneiden was quoted saying: "Rules lead to dull, stereotyped advertising. The only rule in advertising is no rule". True or False? Explain. TRP is always a smaller number than GRP. True or False? Explain and give an example. The bigger your advertising budget the more exposures you should plan for. True or False? Explain and give an example. What are the main reasons we should measure the effectiveness of the ads and what are the main reasons some companies do not measure it? Suggest a pretest and a post-test for an advertising campaign of a ski resort. [Bonus Question] In an advertising agency, the account manager gives the creatives the following brief for a window curtain(blind/shutter/doth): Positioning: fun, comfortable, versatile, fashionable and easy washable. Target: ages 5-70 Objectives: Have one product unit in each house Suppose you are the creative team. What would you do, when you read this brief? b. Are there are any problems with this brief, or is it OK?

Explanation / Answer

Answer 1.

e. Base budget on sales, according to the economic situation

Budget must be set on recent sales performance which gives platform to understand current marekt as well as economic situation for the product. The idea is to use specific measures of past performance to assess whether a particular budget item, such as a child nutrition program or a new road, is worth the expense. Traditionally, spending decisions are dictated by population growth or predictions of what construction projects will be necessary in a coming budget year.

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